Impressive plans have been unveiled by developers hoping to build almost 100 new homes opposite a retail park in Cleethorpes.

A planning application has been submitted to North East Lincolnshire Council for permission to build 72 houses and 24 apartments on land off Hewitt's Avenue and the notoriously busy Hewitt's Circus roundabout.

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Named Strawberry Fields - as the proposed development site once was a strawberry field - the scheme is for 72 family homes and 24 one-bedroom apartments for the over 50s.

Outline planning permission has already been granted by NELC for 63 new-builds, but this fresh application looks to reassure planners that a hike in property intensity is achievable.

YPG Developments have submitted plans to build 96 new homes on land off Hewitt's Avenue

The homes would be a mix of four and five bedroom houses, suitable for both young and mature families.

And they would be built directly opposite Tesco Extra and various car dealerships that line the Hewitt's Circus/Hewitt's Avenue junction.

Applicant YPG Developments, who are based in Liverpool, have outlined their ambitions to create a "deep and rich street scene" by ensuring that each property has its own unique features.

Impressive artists' impressions have been drawn up to show how the proposed development could look if given the go-ahead.

YPG Developments have submitted plans to build 96 new homes on land off Hewitt's Avenue. Here are the Cherrywood houses

The computer generated images show how there would be four main types of properties; Cherrywood, which are semi-detached three-storey town houses, Primrose and Pear Tree, which are larger detached five-bed homes with garage space, and Silver Birch, lighter coloured four-bed and three-storey town houses.

Each design looks different in style, with some featuring stone, wood, and various coloured-brick elements.

YPG Developments have submitted plans to build 96 new homes on land off Hewitt's Avenue. Here are the Primrose houses

The design of the development has taken inspiration from the site's rural setting.

With the development outlined for construction on the corner of the Hewitt's Avenue roundabout, YPG Developments have drawn up a way of preventing the roads within the development from becoming a "rat-run" for drivers looking to dodge traffic at the junction.

YPG Developments have submitted plans to build 96 new homes on land off Hewitt's Avenue. Here are the Silver Birch houses

The scheme proposes one entrance and exit point, which would see every vehicle needing to access the site use a new road that links up with Hewitt's Avenue.

Outlined for construction on a 2.5 hectare site, it is hoped the development will transform a currently "featureless" piece of land into a vibrant family housing estate.

YPG Developments have submitted plans to build 96 new homes on land off Hewitt's Avenue. Here are the Pear Tree houses

In providing plans for 24 retirement homes for the over 50s, close to central Cleethorpes and local amenities, YPG Developments are looking to cater for a wide range of people in the community.

Planning officers at North East Lincolnshire Council have now received the full application, and will ultimately have the final say on whether or not the development can go ahead.